What prompted you to start your own business? Having just graduated from college at the downturn in the economy, I decided that there was little or no security in working for someone else so I decided to start a business that was based on an essential commodity. Also, my family has been involved in the tire business for years, so I knew what I was getting into.

What is your educational and career background? I graduated from California Lutheran University with degrees in marketing communications and business administration. After graduation, I started working for my uncle, Len Emanuelson, at his automotive advertising and public relations firm. After a few years, we decided that it was time for a new venture.

How much research did you do before starting your business? The research was pure, simple logic. Moorpark only had one tire store serving the entire community. Most residents were going to Simi Valley or Thousand Oaks. We knew that if we had all the major brands at the right prices and treated customers well, Moorpark would be the perfect place to start our business.

What were the most helpful sources, including Web sites? The most helpful resource we had, and still have, is our store manager, John Van Deventer. John had experience with running a much larger tire store and with so many little details such as what equipment and supplies were needed.

When were you the most discouraged? Things don't always go as planned, but I think everything you go through when owning your own business, whether good or bad, is a learning experience. We knew that our remote location was going to be our biggest challenge; not having drive-by traffic is a huge handicap.

What company or individual do you admire? My dad was a co-founder of a large tire distribution center and throughout my life, I was able to watch him take it from a small local company to a nationally thriving business. I admire everything about him, including his business ethics and leadership style. He has always had a way of growing in business utilizing the principles of honesty and mutual respect to build customer relationships.

What will make your business stand out from competitors? The Tire Busters' credo is simply to be the best at what we do. We purchased state-of-the-art Hunter tire equipment that few, if any, other shops in the county have. We hired a manager with over 13 years of high-performance and off-road tire experience who won't let the smallest detail slip through the cracks. For instance, we only purchase European lug bolts instead of less expensive ones from China. It seems like a small thing, but our customers are much safer with the higher quality bolts. Our showroom is spacious and clean and features large flat-screen HDTV and free Wi-Fi for our customers' comfort. Basically, we stand out from our competitors because we take the time to get it right the first time and make sure our customers' expectations are exceeded every time they step in the door.

Who is your target client/customer base? We target all owners of cars, trucks, SUVs, motor homes and trailers. We specialize in the low-profile and run-flat tires that are difficult for most shops to change.

— Businesses less than a year old can be profiled in Who's New in Business. Businesses older than one year can be profiled in Company Spotlight. Those owning franchises in the region can be profiled in Franchise Focus. Only businesses that have never been profiled in The Star may participate. For more details or the questionnaire, call 437-0235.